Applaws US Cat Food

Law Print has enjoyed a long-term partnership with MPM Products, a global leader in premium, natural pet food brands including Applaws, Reveal and Encore. Headquartered in the UK, MPM distributes its products in more than 40 countries, with a strong presence in North America and Europe.

Over the years, Law Print has worked closely with the MPM team across multiple packaging projects, supporting the growth of their brands in international markets. Our relationship goes far beyond simply supplying printed bags – we provide a complete packaging service that spans artwork development, print production, quality control and international logistics.

When MPM undertook the last refresh of its flagship Applaws cat food brand, Law Print was once again trusted to deliver packaging for their US dry cat food bags.

What did we do?

The Challenge: Launching a New Look for a Global Brand

Applaws has long been recognised for its high-protein, natural recipes made with responsibly sourced ingredients, appealing to pet owners seeking premium nutrition for their cats.

However, after nearly two decades on the market, MPM identified an opportunity to evolve the brand’s visual identity. Extensive research with cat owners around the world informed a comprehensive brand refresh – the first major redesign since Applaws launched in 2006.

The objective of the rebrand was to:

• Strengthen the premium positioning of the Applaws brand
• Improve on-shelf impact and visual clarity for consumers
• Better communicate the brand’s natural ingredients and quality credentials
• Create a design system that works consistently across global markets

With the new visual identity developed, MPM needed a trusted packaging partner capable of delivering exceptional print quality and reliable international supply to support the US launch.

The Solution: Concept-to-Delivery Packaging Expertise

Law Print played a key role in bringing the new Applaws packaging to life for the US market. Our team managed the entire packaging process, including:

• Artwork and pre-press support to ensure designs translated perfectly onto flexible packaging

• High-quality rotogravure printing to deliver rich colour, sharp imagery and strong shelf presence

• Material and format optimisation to ensure the bags met performance and durability requirements

• End-to-end production management to maintain consistent quality across runs

• Global logistics coordination, delivering finished packaging directly to MPM’s US co-packer

By overseeing the process from initial artwork concept through to delivery, we ensured the packaging was ready for production and market launch without delays.

The Outcome: Supporting Global Growth

The Applaws project represented the largest brand refresh MPM has undertaken, with the new identity rolling out across wet food, treats and dry food ranges worldwide. For MPM, the refreshed design helps reinforced Applaws’ reputation as a premium, natural cat food brand, while enabling the company to continue expanding in key markets such as the United States.

For Law Print, this demonstrates our ability to support ambitious global brands with high-quality packaging and dependable international supply chains.

The Extra Touch: Colour Management

A key element of the Applaws revamp was maintaining consistent and accurate brand colour across every pack format and production run. One particular challenge lay in the plate design featured on the bags, which sits within the same colour hue as the background of the pack. Achieving the right definition and contrast was essential to ensure the detail remained clear and visually impactful on shelf.

Law Print worked closely with MPM to carefully manage colour profiling and print controls, ensuring the subtle tonal differences within the design were reproduced accurately. Through precise pre-press work and expert print management, we were able to deliver packaging that preserved the integrity of the refreshed design while maintaining consistency across production and international supply.

Impact: More Than A Bag Supplier

Our partnership with MPM highlights the value of working with a packaging specialist who understands both brand requirements and operational logistics.

At Law Print, we pride ourselves on being more than just a bag supplier. We act as a true packaging partner, supporting our customers through:

• Packaging design optimisation
• Specialist print expertise
• Flexible manufacturing solutions
• Global logistics and delivery coordination

This integrated approach allows brands like MPM to focus on innovation and growth, confident that their packaging is in expert hands.